In the current context of digitalization and technologies convergence, a radical change is occuring in the world of Marketing and Advertising. At Cleverwood, we believe the radical change will be particularly important for the Television, this industry is facing big challenges and traditionnal Broadcast probably has to be re-thought.
Due to this growing complexity and the difficulty to anticipate the rapid technological evolutions, future is blur and many questions are raising for the entire ecosystem in this sector:
Is interactive digital television a commercial and strategic opportunity ?
What are the possibilities to bring new revenues ?
Is interactivity a response to technologies convergence and why this interactivity is changing consumer behavior ?
Are traditional business models changing and what will be the future ones ?
With all those questions in mind, Cleverwood asked Saky Kourtidis to take the opportunity of his traineeship in 2009-2010 to produce a white paper taking a deeper look at these radical changes.